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Related Experiment Videos

Consuming now or later? The interactive effect of timing and attribute alignability.

Selin A Malkoc1, Gal Zauberman, Canan Ulu

  • 1The University of North Carolina at Chapel Hill, NC 27599-3490, USA. selin_malkoc@unc.edu

Psychological Science
|May 5, 2005
PubMed
Summary

Temporal distance influences decision-making. People focus more on nonalignable differences for distant outcomes, impacting structural alignment effects and decision processes.

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Area of Science:

  • Cognitive Psychology
  • Decision Science
  • Behavioral Economics

Background:

  • Decisions and their outcomes are often separated in time.
  • Temporal distance can alter how individuals process information and make choices.

Purpose of the Study:

  • To investigate how temporal distance moderates susceptibility to context effects in decision-making.
  • To examine the role of structural alignment and temporal construal theory in understanding these effects.

Main Methods:

  • Two experiments were conducted, one hypothetical and one with real outcomes.
  • Data collected included preference and choice data, alongside coded written protocols.
  • Structural alignment and temporal construal theories guided the experimental design.

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Main Results:

  • People attend more to nonalignable differences when decision outcomes are in the distant future compared to the near future.
  • This shift in attention was observed across preference, choice, and written data.
  • The effect was not explained by differential decision involvement or attribute feasibility/desirability.

Conclusions:

  • Temporal distance is a significant moderator of structural alignment effects.
  • Temporal construal theory's implications extend to the structural relationships among attributes, not just their nature.